A conversation with Ambre Morley, Associate Director, Product Communications, Novo Nordisk Inc., about Novo Nordisk's Race With Insulin Campaign, which includes a branded Twitter account (@racewithinsulin). Ambre will talk about Novo Nordisk's social media goals, but also include other integrated aspects of the campaign.

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Background

According to Ross Fetterolf, VP Digital Strategy at Ignite Health, June 18, 2009, was an "Historic Day" because "diabetes patient/racecar driver Charlie Kimball produced the first pharma branded Tweet on his 'Race with Insulin' Twitter page (@racewithinsulin)." Race with Insulin was launched by Novo Nordisk to highlight its sponsorship agreement with Charlie Kimball, "the first American open-wheeled racing driver with diabetes [who provides updates] called 'tweets' directly from his computer or mobile phone about his race progress and diabetes management, representing a different direction in sharing real patient experiences."

But Twitter is only a tactic in Novo Nordisk's overall strategy of sharing stories of patients who use products like Levemir.

Questions/Topics Discussed

OK, it's not all about Twitter, but that's the big elephant in the room. Just tell us how you/Novo/Charlie Kimball decided to do the first-ever pharma branded Tweet?

How does twitter fit in with your larger "race with insulin" strategy?

Do you plan any other social media promotion as part of the campaign?

Guest Bio

Ambre Morley is responsible for public relations and issues management of Novo Nordisk's insulin portfolio and its biopharmaceutical division in the U.S. Since her arrival at the company in August 2008, Morley's achievements include securing a new spokesperson for two of the company's products: a young racecar driver with type 1 diabetes. This partnership has been successful in raising awareness that diabetes does not "slow you down" in life, and also led to the creation of the industry's first pharmaceutical-branded Twitter page. She joined Novo Nordisk in August 2008. Morley graduated summa cum laude from Tennessee State University.